In the movie The Godfather, Michael Corleone shares the following line with his brother when planning to avenge their father’s assassination attempt, “It’s not personal, Sonny. It’s strictly business.” In stark contrast, the business world of marketing and advertising is becoming very personal. As noted in a February 2016 CMO Council whitepaper, personalization has become a universal mandate for many marketers; and engaging consumers in a true, real-time, one-to-one manner is the ultimate goal of long-term marketing efforts.
Recently, Nielsen caused quite a stir in the ad industry by formally announcing plans to implement several key enhancements to its television measurement and reporting process. While these enhancements impact both its national and local measurement services, I’d like to focus on just the impending changes to the local service. There were four major initiatives […]